Asda has officially relaunched Puffin bars, its own-brand chocolate biscuit that first appeared on shelves 30 years ago, reigniting memories of a contentious 1997 court case with McVitie's over the product's similarity to Penguin bars. The supermarket chain began selling the individually wrapped bars, which feature a biscuit centre coated in chocolate, with eight bars available for £1.
Photos of the relaunched bars began circulating on social media on August 17, prompting a mix of nostalgia and criticism from shoppers. The return follows a wave of retro chocolate launches in 2026, including M&S putting four 'iconic' chocolate bars back on shelves in July and Terry's bringing back its White Chocolate Orange a week ago.
Puffin vs Penguin: The 1997 court case
The Puffin bar's history is marked by legal controversy. Shortly after its original launch in the 1990s, McVitie's took Asda to court, claiming the supermarket had deliberately designed a product confusingly similar to its Penguin bar. McVitie's argued that both the packaging and the recipe were meant to mislead consumers.
The judge mostly cleared Asda of direct trademark infringement, allowing the supermarket to keep the 'Puffin' name and sell existing stock, but requiring a redesign of the product's packaging. The court case remains a talking point among shoppers, with one Facebook user, Heberdavid Martin, commenting: 'Basically it's just a cheap Asda version of a Penguin chocolate biscuit.'
Shopper reactions: Nostalgia meets scepticism
Reactions to the relaunch have been divided. Some shoppers expressed disappointment at the use of the phrase 'chocolate-flavoured' on the packaging, with one individual noting: 'It's not real chocolate so I won't be buying.' This comes after rising cocoa prices late last year led several brands to use alternative ingredients, meaning some products no longer qualified to be classed as chocolate.
However, many fans are pleased to see the bars return. Jess Young-Vicks shared on Facebook: 'I remember these! I'll be filling my pockets!' Another user, @livingthelifeofsam, added: 'They need to bring the mint Puffin back! They were the best ones, my nana always had them in her fridge when I was a kid.'
Own-brand appeal on the rise
The launch is backed by new research from Asda showing that more than eight in ten Brits (84%) say they are more open to trying own-brand versions of their favourite snacks than they were five years ago. The survey also revealed that 85% enjoy the satisfaction of discovering a great own-brand alternative, with three in ten (30%) saying the real prize is finding one that tastes better than the branded original.
Asda's decision to bring back Puffin bars reflects a broader trend of retailers capitalising on nostalgia and the growing appeal of own-brand products, even as some consumers remain wary of the product's controversial past.
